Since its inception, Aware.org has become important in driving positive change in South Africa’s approach to alcohol awareness and responsible consumption. With its strong foundation and strategic partnerships, Aware.org is well-positioned to make even greater strides in shaping a safer, healthier, and more responsible future for South Africa.
Aware.org’s approach is built on four key pillars: Underage Drinking Prevention, Road Safety, Sober Pregnancies, and Rehabilitation. These pillars are the foundation for its impactful programmes, each designed to address an important area of alcohol-related harm in South Africa.
Underage Drinking Prevention: The #NOtoU18 campaign has been a standout success, with over 8 500 children participating in after-school programmes in 2024, surpassing the target of 6 000. Participants demonstrated a 51% increase in alcohol-related knowledge, while 83% reported intentions to reduce or abstain from alcohol consumption. These results emphasise the programme’s effectiveness in shaping responsible behaviour among youth.
Road Safety: Aware.org’s road safety initiatives delivered remarkable results in 2024. Exceeding enforcement targets, over 4 000 roadblocks were conducted, leading to 4 828 arrests for drinking and driving. Through partnerships with key stakeholders like SANTACO, Shoprite, and VW, these efforts contributed to a 0.7% decrease in drinking and driving incidents, further solidifying the programme’s reach and impact.
Sober Pregnancies: The Healthy Mother, Healthy Baby Programme reached 11 500 people in 2024, raising awareness about Fetal Alcohol Spectrum Disorders (FASD). Additionally, 89 women were recruited into the programme during early pregnancy, providing important education on alcohol-related risks. A successful FASD programme visit to specific areas offered new insights into expanding the initiative’s impact.
Rehabilitation: Rehabilitation programmes also exceeded expectations, enrolling 570 participants and achieving a 59% increase in alcohol awareness. Impressively, 74% of participants reported reducing their alcohol consumption, with 83% planning to either reduce or abstain from drinking in the future. These outcomes underscore the programme’s ability to drive significant behavioural change.
Under the new leadership of CEO Mokebe Thulo, Aware is planning exciting new initiatives to drive its programmes. “Our mission is not just about reducing alcohol-related harm, but creating a culture of informed, responsible decision-making that impacts communities across the nation.”
In 2024, Aware.org achieved significant milestones through strategic partnerships and impactful programmes. Collaborations with major brands like SANTACO, Shoprite, and VW expanded the reach and influence of Aware.org’s road safety initiatives. Additionally, the NICRO rehabilitation programme made a meaningful impact by enrolling 152 beneficiaries, leading to a 38% improvement in knowledge about the dangers of drinking and driving.
Aware.org’s Women’s Month campaign also saw impressive results, reaching over 3.8 million people and achieving a PR value of R358 000, further amplifying its message of responsible alcohol consumption. Another standout achievement was the #NOtoU18 Makers of Tomorrow Roundtable, which brought together key education, health, and corporate stakeholders. This event promotes crucial collaboration aimed at preventing underage drinking and ensuring a safer, healthier future for South Africa’s youth.
Mokebe is excited about the future. “We remain committed to expanding our programmes in 2025. Feasibility assessments are underway to broaden the Hub & Spoke model, which aims to increase the reach of the Sober Pregnancies and Healthy Mother, Healthy Baby initiatives. A continued focus on training healthcare professionals and university prevention campaigns will be essential for long-term FASD prevention.
“We are creating a movement about more than just awareness. It’s about inspiring real change.”